May 08, 2015
1. Rankings• One of the most important factors of SEO.
• Though Rankings alone not sole representative.
2. Backlinks• Monitoring Backlinks help in checking the progress of SEO.
• Backlinks are incoming links to a website or web page. • Backbone of SEO
• One must ensure positive velocity increase in the number of Backlinks
3. Average Time on Site:• Helps the owner know that whether he is on the right track or not.
4. Bounce Rate• Recorded as a user reaches a site and leaves without navigating
• Tells a lot about a specific page and content
• Tells how users interact with that content. 5. Conversions:• Conversions are the bottom-line .
•Highlights the layers to explore.
• Try to account for each of the pyramid’s layer
• It will ensure the campaign has went off well.
• Advertising with Google for web presence is useless.
• Never accepts money to include sites in their search results
• Costs nothing to appear in organic search results.
• Provides Webmaster Tools that gives ways to optimize the website for organic search.
• Advises on selection of appropriate SEO firm.
• Suggests some questions to be asked to the firms.
Google advises the Internet Marketers to:
• Be wary of SEO firms and web consultants or agencies that send emails out of the blue.
• It stresses that no one can guarantee a #1 ranking on Google.
• Be careful if a company don't clearly specify what they intend to do.
• Never have to link to an SEO.
• Choose wisely.
• Be sure to understand where the money goes.
• Owning shadow domains
• Putting links to their other clients on doorway pages
• Offering to sell keywords in the address bar
• Not distinguishing b/w actual search results and ads.
• Guaranteeing ranking, but only on obscure, long keyword phrases
• Getting traffic from "fake" search engines, spyware, or scumware
1. Time:• Hire a full time marketing individual or company: a) Give ample amount of time
b) Increase the campaign costs
• Use someone who is already part of the staff: a) Trade-Off b/w costs and experience
• Website owner tries to do all the work himself: a) Could lead to sidetracking of company’s vision
Hence a dilemma of time, cost and direction trade off is prevalent.
2. Finances
a) Model One- Billable hours
• Popular consultant model
• Value of a consultant’s work is consistent at all times or on an average basis
• Some flaws in the model:
i) Rates based largely on reputation, not ability.
ii) Everyone has strong, medium and weak hours in their labour, not consistent
iii) Projects are susceptible to the unexpected.
b) Model Two – Pay Per Project• Outlines the goal, scope and outcomes of a project.
• Sets a flat fee for the effort.
• Too high price gives freedom of leaving some features
• Lower price gives them freedom to pocket savings.
c) Model Three- Pay For Results• Consultant paid based on the performance of the outcomes of the
work.
3. Human Resources
• Continuous updating of the web pages is required.
• Different type of professional writers hired to write content for their sites .
• Content writers, SEO writers, web developers are quite common.
• Trade off involved between time, man hours and finances
4. Tools• SEO tools available to increase the rankings.
• Also available to track the website’s success.
• Can help figure out what keywords are the most popular.
• Also show which searches people use to end up at the relevant page.
THANKYOU